Everything is ready for the summer edition of the international menswear event

From 11 to 14 June, the summer edition of Pitti Uomo, number 106, takes place at the Fortezza da Basso in Florence. The spotlight is on the Spring/Summer 2025 collections of about 790 brands, 43% of which are foreign. Pitti Uomo is the fulcrum from which to get to know the novelties of the big brands and to discover new and interesting research brands. Alongside menswear, there is also plenty of lifestyle with accessories and design objects, increasingly present among the proposals of the main concept stores and the best boutiques.

Paul Smith

Names of great impact feature in this edition’s programme. Starting with the presence of Paul Smith, star of a special event on the opening day of Pitti Uomo. Also significant is the choice of Marine Serre as Guest Designer, whose work highlights style and highly topical content. Among the events not to be missed, the first fashion show of cult brand Pierre Louis Mascia, and the debut of a men’s fashion capsule by Plan C by Carolina Castiglioni.

Marine Serre (ph. Marc Hibbert)

SALON THEME

The theme chosen for the PITTI LEMON advertising campaign and fittings, coordinated by creative director Angelo Figus, and interpreted by illustrator Giordano Poloni. His creativity imagined a visionary Lemon City, an ideal destination for the two protagonists of the design, just like Pitti Uomo for those seeking style and contemporaneity. “A sign with great iconic power, of sense and meaning, that has pushed us to a big step: to leave aside photos and videos for our advertising campaigns and use only graphics and only graphic designers,” comments Agostino Poletto, Pitti Immagine’s General Director.

THE PATH

The spaces of the Fortezza da Basso welcome the multifaceted and international world of Pitti Uomo. Five sections – Fantastic Classic, Futuro Maschile, Dynamic Attitude, Superstyling and I Go Out – present the Spring/Summer 2025 collections: from classic to informal, passing through the world of research and outdoor. In addition, there will be special areas dedicated to S|Style and Vintage Hub Circular Fashion.

S|Style

EVENTS AND SPECIAL PROJECTS

Marine Serre, founder and creative director of the eponymous brand, is Guest Designer at Pitti Immagine Uomo 106. Born in 1991, already accredited among the most interesting talents of Paris Fashion Week, the French designer will hold a fashion show-event in Florence. On Wednesday 12 June, the Villa di Maiano will host the official debut of the MARINE SERRE Menswear collection. Cuoio di Toscana’s ambitious project to support young creatives continues, recognising in the French stylist Marine Serre, guest designer at Pitti Uomo 106, the same values linked to sustainability as the Consortium.

Paul Smith chooses Florence and the Pitti Immagine Uomo stage to present his new Spring/Summer 2025 collection. The British designer returns to star at the fair with a special event to be staged on 11 June, the starting date of edition number 106.

Pierre-Louis Mascia presents the Spring/Summer 2025 collection with a fashion show-event, scheduled for Thursday 13 June at 6 p.m., and realised in collaboration with Pitti Immagine. The eclectic aesthetic universe of the French designer – who has been present at Pitti Uomo for many seasons – takes shape for the first time in a co-ed fashion show that takes place in a highly suggestive location such as the Tepidarium of the Roster.

• ANTONY MORATO

Antony Morato’s summer also passes through Florence with a great techno music event: on 12 June at the Stazione Leopolda, the winner of The Sound of Unity contest, imagined by Antony Morato, will be proclaimed, who will then be the special guest of a special evening at Amnesia in Ibiza. The special evening event will be held in the presence of the project’s ambassadors – artistic director Lele Sacchi and DJ Andrea Oliva – as well as a line-up of guests who will take turns at the console and the contest finalists.

• RINASCENTE

Rinascente Firenze in Piazza della Repubblica will give life to YELLOW THURSDAY IN RINASCENTE, a day of events linked to the theme of this edition Pitti Lemon. Starting at 8.30 am on Thursday 13 June, the ToscaNino terrace on the 4th floor will host the Yellow Breakfast, reserved for the press and buyers; and also on Thursday 13, at 8 pm, Rinascente Firenze will open its doors for the Yellow Shopping Night, a special evening of shopping and entertainment.

The Ferragamo family presents the Viesca Toscana coffee table book, which tells the story of Salvatore and Wanda Ferragamo’s special bond with the splendid estate in the Florentine countryside owned by the family since 1952. The event will be held on 13 June at Palazzo Spini Feroni, preceded by a visit to the Salvatore Ferragamo 1898-1960 exhibition at the Ferragamo Museum. The event is by invitation only.

Save The Duck, the 100% animal-free outerwear and lifestyle brand, opens the doors of its first single-brand store in the heart of Florence. From Saturday 8 to Wednesday 12 June, the brand will conquer the city by customising historic shops. Save The Duck’s all-orange path will guide citizens and visitors to the new shop and the brand’s discovery. On the occasion of Pitti Uomo 106, Save The Duck is dedicating the Nothing Like Water party, open to the public, in Piazza Santa Maria Novella, to raising awareness about the conscious use of water, a fundamental resource for the planet. A themed video installation frames an unprecedented line-up of artists, creating a unique and unforgettable atmosphere. In addition to Elasi, the exceptional participation of Benny Benassi and Jake La Furia is planned.

FASHION SCHOOL INITIATIVES

On 12 June at 6 p.m., in Florence, in a location yet to be revealed, Polimoda will present its Graduation Show 2024. Emerging designers from all over the world will present their collections, bringing diversity and inclusiveness, always distinctive of the cosmopolitan universe of the fashion school, to the catwalk. By invitation only.

On 13 June at 7 p.m., at Palazzo Ximènes Panciatichi in Florence, Istituto Marangoni Firenze will present the Fashion Show The Witness. The collections of ten designers are accompanied by performances and exhibitions, offering an innovative vision of the fashion show itself, integrating technology and creativity.

• IED FIRENZE

The Istituto Europeo di Design unveils at Pitti Uomo the “Identity” installation, conceived by a special team of IED students, selected from Italy and abroad, and with the exceptional curatorship of Michel Comte, an important fashion photographer and contemporary artist. The installation is presented on 12 June at the former Teatro dell’Oriuolo in Florence (11.30 a.m. press preview / 5 p.m. inauguration).